全球智库信息集成服务系统(G2TT): DP8988 Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry

G2TT

来源类型	Discussion paper
规范类型	论文
来源ID	DP8988
	DP8988 Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
	Simon Anderson; Regis Renault; Federico Ciliberto
发表日期	2012-05-21
出版年	2012
语种	英语
摘要	We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted rivals. We watched all TV advertisements for OTC analgesics 2001-2005 to construct matrices of rival targeting and estimate the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived quality and cause more damage to the targeted rival than benefit to the advertiser. Comparative advertising causes most damage through the pull-down effect and has substantial benefits to other rivals.
主题	Industrial Organization
关键词	Comparative advertising Advertising targets Diversion ratios Attack matrix Push and pull effects Analgesics
URL	https://cepr.org/publications/dp8988
来源智库	Centre for Economic Policy Research (United Kingdom)
资源类型	智库出版物
条目标识符	http://119.78.100.153/handle/2XGU8XDN/537807
推荐引用方式 GB/T 7714	Simon Anderson,Regis Renault,Federico Ciliberto. DP8988 Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry. 2012.